Anastasia Hansen Senior PR Manager Mister Spex Internet only is a thing of the past. Multichannel is the sustainable way to go in retail to best address customer needs. The key in doing multichannel successfully: Do not view stores as something on top or extra, but as a logic extension of the online customer journey. Best practice case by Mister Spex: Strategic insights into how the online optician approached multichannel and launched own stores Anastasia studied communication science and North American studies at the Freie Universität Berlin and University of Minnesota. Before joining Mister Spex in 2017, she worked as a PR and strategy consultant at communications agencies like fischerAppelt for many years. She led several accounts in e.g. e-commerce, technology, aviation and hospitality. At Mister Spex she oversees the PR department and the company’s external as well as internal communication, esp. corporate topics like multichannel.